2017 Biggish Data Presentation, Home Performance Coalition Conference, Nashville, TN
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Peter Troast's annual Biggish Data Presentation on key marketing stats in the Home Performance, HVAC, Insulation industries.
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2017 Biggish Data Presentation, Home Performance Coalition Conference, Nashville, TN
- 1. Peter Troast, Energy Circle HPC National Conference, Nashville March 20, 2017 Biggish Data: 7 Years of Facts on Home Performance
- 2. 10/19/15 Founder/CEO of Energy Circle Linked In: Peter Troast Twitter: @EnergyCircle G+: Energy Circle Facebook: Energy Circle Volunteer/Pro Bono Efficiency First Home Performance Project Home Performance Coalition 1000 Home Challenge Mallett Deep Energy Retrofit 2 Peter Troast
- 4. 10/19/15 10 THE BIG PICTURE: THROUGH GOOGLE TRENDS 158 MILLION STRONG ON FACEBOOK HOW PEOPLE BUY HOME PERFORMANCE CURRENT STATE OF GOOGLE SEARCH—IMPACT ONLINE REVIEW LANDSCAPE SEASONAL TRIGGERS AND EVENTS HEALTHY HOME DEMAND—WHAT WE KNOW SO FAR STATE OF MOBILE HOME PERFORMANCE INDUSTRY WEBSITE STRENGTH CONVERSION: WHY IT MATTERS & WHAT WE’RE LEARNING 4 What We’ll Discuss 1 2 3 4 5 6 7 8 9
- 5. 10/19/15 Mother Google (Trends & Search) Mashup of 390+ High Performance Building Businesses builders/remodelers, raters, auditors, architects, HP contractors, HVAC, non-profits 23.2 Million Web Visitors Paid Search Results 64,000 Tracked Search Terms in Home Performance, HVAC Select Contractor Performance (Anonymized) Facebook Interests Peter’s Opinion 5 Data Sources
- 7. GOOGLE TRENDS: WHAT IT TELLS US ABOUT HOME PERFORMANCE
- 8. 10/19/15 8 Learning from Google Search
- 9. 3/20/17 Google Trends shows how often a particular search-term is entered relative to the total search-volume across a region. 9
- 11. 3/20/17 11 Home Performance & Energy Audit
- 12. 3/20/17 12 Home Performance/Audit in Context
- 18. 10/19/15 18 Wither Energy Star Homes?
- 19. 3/20/17 19 Net Zero vs Passive House (topics)
- 20. 3/20/17 20 Net Zero, Passive House, Green Building
- 21. 3/20/17 21 “skate to where the puck is going to be”
- 22. 3/20/17 22 Healthy Home vs IAQ
- 23. 3/20/17 23 The Magic of Whole House
- 24. FACEBOOK 158.4 MILLION STRONG (US Users)
- 25. 10/19/15 25 A Stunning (and Scary) Dataset Interests Ventilation Sick Bldg Syndrome Mold Growth Radon Mitigation SEER ASHRAE Handbook R-Value SIPs HRV Allergen Thermal Comfort Behavioral Length of Residence Recent Homebuyer New Mover Charities—Enviro Home Renovation Green Cleaners AOL email Gmail email Primarily Cash Watch Home Imp Shows Demographic Expectant Parents Very Conservative Very Liberal Donate to Liberal Year Home Built Square Footage Home Value Life Event: Newly Moved Friends of Recently Moved Liquid Assets Net Worth
- 26. 3/20/17 26 Facebook Interests Data March 2017 Green Living Climate Change Solar Energy Air Cooling Retrofitting Green Building Spray Foam (Insulation) Particulates Building Science Tankless Water Heating Building Performance Healthy Home Blower Door 0 10,000,000 20,000,000 30,000,000 40,000,000
- 27. 3/20/17 27 Green Living Home Improvement HVAC Climate Change Environmentally Friendly Solar Energy Efficient Energy Use Thermal Insulation Retrofitting Heat Pump Indoor Air Quality Particulates R-Value ASHRAE -70% -56% -42% -28% -14% 0% 14% 28% 42% 56% 70% 39% 62% 34% -57% -7% -36% 9% 27% 11% 14% 70% 37% 61% 19% Data from Facebook Ad Manager, collected March 2016 vs March 2017 YOY Change: Facebook Interests Volumes
- 28. HOW PEOPLE BUY HOME PERFORMANCE (they don’t. you sell it)
- 29. 10/19/15 29 Fundamentals of HP Marketing & Sales EGIA/BPI WHOLE HOUSE HOME PERFORMANCE AC Repair Spray Foam Asthma Rebate IAQ New Furnace Climate Change Heat Pump Sick Child Mold Cold Room Energy Cost MORE COMPREHENSIVE JOBS Fujistu
- 30. 3/20/17 Conversion from Single Interest to Whole House Perspective is Critical 30 Home Performance’s Key Success Factor
- 31. THE STATE OF THE SERP IN EARLY 2017 (search engine result page)
- 34. Google Paid @ 4 Google Local 3 Pack Organic Post-February 22, 2016 Nada
- 35. A Mobile First World
- 36. 3/20/17 36 More Real Estate for…Ads
- 37. 3/20/17 37 Expanding Ads via Extensions
- 38. 3/20/17 38 Where’s This Coming From? $245 million/day
- 39. Google Home Services Ad Organic Google Home Services Ad (beta test)
- 41. Google Home Services Ad Organic Google Home Services Ad (beta test)
- 42. Solar Sunroof Google Project Sunroof
- 43. SO ORGANIC TRAFFIC SHOULD BE DECLINING, RIGHT?
- 45. SO ORGANIC TRAFFIC SHOULD BE DECLINING, RIGHT? NOPE
- 46. 3/20/17 46 AC Centric Biz Model
- 47. 3/20/17 47 Home Performance w Heat Pumps
- 51. 3/20/17 51 When Content Stops
- 54. 3/20/17 54 Rise of “Near Me” Searches
- 55. 3/20/17 55 Industry “Near Me” Data Plumber HVAC Solar
- 56. ONLINE REVIEW LANDSCAPE (you can run but you cannot hide)
- 57. 3/20/17 57 Online Reviews vs Personal Recommendation
- 59. 3/20/17 59 Rising Review Prominence
- 63. 3/20/17 63 Google Knowledge Graph Data
- 64. 3/20/17 64 Threshold for Stars: Formerly 5, Now 1
- 65. 3/20/17 PRIOR CATEGORIES Air Conditioning Contractor Air Conditioning Repair Service Air Duct Cleaning Service Bathroom Remodeler Building Restoration Service Custom Home Builder Deck Builder Electrician Environmental Consultant Environmental Engineer Furnace Repair Service Garage Builder Handyman Heating Contractor Home Builder Home Inspector HVAC Contractor Insulation Contractor Kitchen Remodeler Siding Contractor Solar Energy Equipment Supplier Utility Contractor Window Installation Service 65 Google My Business Category Expansion NEW CATEGORIES General Contractor Solar Energy Company Solar Energy Contractor Solar Hot Water System Supplier Air Conditioning System Supplier Air Conditioning Store Furnace Store Heating Equipment Supplier Log Home Builder Roofing Contractor Window SupplierWindow Tinting Service
- 67. 3/20/17 67 Search Volume Seasonality—Winter Energy Furnace Insulation Spray Foam
- 68. 3/20/17 68 Search Volume Seasonality—Summer Air Conditioner AC Repair Radiant Barrier
- 69. 3/20/17 69 The Seasonality Challenge
- 71. 3/20/17 71 EveryYear is Different (National Data) May 5 Apr 27 Apr 12 May 22June 10
- 72. 3/20/17 72 Insulation: Surprisingly Unseasonal
- 73. 3/20/17 73 Insulation’s Temperature Correlation
- 74. 3/20/17 74 Ductless Mini Split JulyDecember
- 75. 3/20/17 75 Ductless Heat Pump Seasonality (Maine) August AugustAugust
- 76. THE PUSH FOR IAQ & HP WHAT ARE WE LEARNING? (caution: it’s way early)
- 77. 3/20/17 77 Healthy Home Terms “Potential” Volume how often searched for Opportunity estimated click-through rate Difficulty of ranking ahead of competition = Potential combined metrics; sweet sot
- 78. 3/20/17 78 Healthy Home Terms “Potential” mold testing 75 air quality testing 70 home air quality test 66 indoor air quality testing 63 air quality test 58 blower door test 57 indoor air pollution 54 healthy home 54 volatile organic compounds 53 vocs 52 indoor pollution 47 indoor air pollutants 45 healthy home tips 40 contaminants/ particulates 31 indoor air quality assessment 26 home air health 25 allergies & asthma 20 Volume how often searched for Opportunity estimated click-through rate Difficulty of ranking ahead of competition = Potential combined metrics; sweet sot
- 79. 3/20/17 79 Conversion Rates (to Leads) Asthma Mold Air Quality Humidity Dust Allergies Dehumidifier Moisture 0% 1.4% 2.8% 4.2% 5.6% 7% 0.5% 0.4% 0.3% 0.1% 0.3% 6.8% 0.2% 0.4%
- 80. 3/20/17 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 80 Top 25 (based on Click Through Rates)
- 81. 3/20/17 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 81 Top 25 (based on Click Through Rates)
- 82. 3/20/17 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 82 Top 25 (based on Click Through Rates)
- 83. 3/20/17 indoor air quality standards the best humidity level for home air quality inspector air quality inspection what is the best level of humidity in a home how to test indoor air quality what is the best humidity level for your home normal humidity levels in a home home humidity levels chart measuring air quality what causes moisture in a house what is a good humidity level in a home how to get rid of dust in home symptoms of mold in home what is good humidity level for home what is the optimum humidity level for a home air quality check indoor air quality company how to find mold in your home home air quality testing what is the best humidity level for home ideal humidity level for home 83 Top 25 (based on Click Through Rates)
- 85. 3/20/17 85 The State of Mobile Search in 2017
- 86. 10/19/15 • Significant ranking penalties • Loss of real traffic & calls 86 Implications of Mobile First
- 87. 3/20/17 87 Energy Circle Network Data Mobile Traffic 2017: 25.62% vs 2012: 8.98%
- 88. 3/20/17 88 Contractor 1 Contractor 2 Contractor 3 Contractor 4 Contractor 5 Contractor 6 Contractor 7 Contractor 8 Contractor 9 Contractor 10 -60% 0% 60% 120% 180% 240% 300% 37% 80% 137% 268% -6% -9% 16% 150% 34% 30% Data from Energy Circle Clients, 12 months of 2016; $4-6 Million Sales Contractors March 2016-2017YOY Mobile Traffic Growth
- 89. 3/20/17 89 Contractor 1 Contractor 2 Contractor 3 Contractor 4 Contractor 5 Contractor 6 Contractor 7 Contractor 8 Contractor 9 Contractor 10 -60% 0% 60% 120% 180% 240% 300% 37% 80% 137% 268% -6% -9% 16% 150% 34% 30% March 2016-2017YOY Mobile Traffic Growth Average Growth: 74% Average Lead Conversion Growth: 54%
- 90. 3/20/17 90 Envelope HVAC HVAC Envelope Envelope Envelope HVAC HVAC HVAC HVAC -60% 0% 60% 120% 180% 240% 300% 37% 80% 137% 268% -6% -9% 16% 150% 34% 30% Data from Energy Circle Clients, 12 months of 2016; $4-6 Million Sales Contractors YOY Mobile Traffic Growth: Select Companies
- 92. 10/19/15 92 Moz Domain Authority Authority • An approximation of your website’s quality in the eyes of Google • 40 Factors Popularity (links) Size (# Pages) Age Freshness (recency) • Proven by correlation
- 93. 10/19/15 93 Open Site Explorer
- 94. 10/19/15 94 What ShouldYour Goal Be?
- 95. 3/20/17 95 Domain Authority/Links Correlation Domain Authority Links ~400 HVAC, Insulation, HP, High Performance Build/Remod, Auditors, March 2017
- 96. 3/20/17 96 Domain Authorities in HP ~400 HVAC, Insulation, HP, High Performance Build/Remod, Auditors, March 2017
- 97. CONVERSION RATE DATA (the most important metric)
- 98. 3/20/17 98 LEADS / TRAFFIC = CONVERSION RATE
- 99. 3/20/17 99 Two Choices 1. Phone 2. Form
- 100. 10/19/15 100 Call Tracking is Vital 29% 71% Web Forms Phone Calls
- 101. 10/19/15DATE 1. Lead Form 2. Phone Call 3. Chat on Website 4. Chat from Google 5. Bid Request from Google 6. Text 101 Changing Ways Prospects ContactYou
- 102. 10/19/15 102 Why Conversion Matters So Much Before All Web Traffic 1625 Conv Rate 7.72% Leads 125 Lead -> Job 12% Jobs 15 Ave Job 8500 Revenue $127,500
- 103. 10/19/15 103 Why Conversion Matters So Much Before After All Web Traffic 1625 1625 Conv Rate 7.72% 9.39% +1.67 / 22% Leads 125 153 +27 Lead -> Job 12% 12% Jobs 15 18 +3 Ave Job 8500 8500 Revenue $127,500 $156,060 +28,560
- 104. 3/20/17 104 Contractor 1 Contractor 2 Contractor 3 Contractor 4 Contractor 5 Contractor 6 Contractor 7 Contractor 8 Contractor 9 Contractor 10 Contractor 11 0% 4% 8% 12% 16% 20% 6% 6.87% 8.8% 5.88% 13.11% 10.22% 9.84% 19.05% 19.47% 12.02% 10.71% Data from Energy Circle Clients, 12 months of 2016 2016 Average Conversion Rates: Select Companies
- 105. 3/20/17 105 Contractor 1 Contractor 2 Contractor 3 Contractor 4 Contractor 5 Contractor 6 Contractor 7 Contractor 8 Contractor 9 Contractor 10 Contractor 11 Contractor 12 Contractor 13 0% 3.2% 6.4% 9.6% 12.8% 16% 4.16% 2.74% 12.63% 10.05% 7.88% 10.58% 8.58% 8.62% 8.13% 9.86% 10.52% 15.61% 15.12% Data from Energy Circle Clients, 12 months of 2016 2016 Average Conversion Rates: Select Companies
- 106. 10/19/15 Correlated • High % of “Brand” Searches • Domain Authority > 20 • Volume of Reviews (esp. Google) 106 Why Do Some Sites Convert Better? Not Correlated • Age of Website • Age of Company • HVAC in Origin • Envelope in Origin Commonalities • Contextual Calls to Action • A/B Testing
- 107. 3/20/17 107 Organic Paid Direct Email Social Yelp 0% 3.6% 7.2% 10.8% 14.4% 18% 17.82% 1.97% 5.2% 5.57% 16.94% 9.55% Data from 32 Energy Circle Clients, 12 months of 2015 Average Conversion Rates by Medium *
- 108. WHO IS BUYING: HOME PERFORMANCE HIGH PERFORMANCE HOMES ?
- 109. 3/20/17 109 DATA
- 110. 10/19/15 AGE DEMOGRAPHICS Baby Boomers—Last Home Phenomenon Gen X (35-55 yrs) Millennials (15-35 yrs) 110 High Performance Home Buyers OTHER CATEGORIES Academics Technologists (Engineers, Medical, Technology, Software) Upscale/Wealthy Green/Left Leaning Health Focused First Home
- 111. 10/19/15 AGE DEMOGRAPHICS 111 High Performance Home Buyers OTHER CATEGORIES Academics Technologists (Engineers, Medical, Technology, Software) Upscale/Wealthy Green/Left Leaning Health Focused First Home Millennials Boomers Gen X
- 112. 10/19/15 Last-home William Overall Goal: Envisions a dream home in a beautiful location where he and his spouse can spend their retirement years living well, at low operational cost. Level of knowledge: High, but willing to take new input. He has read as much as he can and understands the basic parameters. It’s not his first time working with contractors or building a new home. If he trusts you, he’ll listen and learn. Informational Sources: Economist, local paper, reference books, trusted friends and family members, sometimes a blog or email newsletter. What he wants: A great overall result. Executive decision-making power. A source of pride and a site for family reunions, now including grandkids. Freedom from high monthly bills. The ability to enjoy retirement, travel. Motivation for efficiency: It’s a soft investment. He knows it may not pay off entirely in his own lifetime, but he can afford it. The concept of home. Age: 62 Profession: Doctor Location: Suburbs or somewhat rural Personality: Thoughtful, active and generally social, but likes his quiet time. Home Life: William has seen his 3 kids through college. 2 of them are married and have homes of their own. The youngest has a job and her own place to live, although she has not completely solidified her finances yet. William and his spouse like to cook and go for walks together. They host a monthly revolving dinner party with about 10-12 friends, also babyboomers. 112 Personas EGIA/BPI